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SHISEIDO TO OPEN FIRST U.S. RETAIL UNIT: NEW 5S LINE OFFERS MID-PRICED COSMETICS, FRAGRANCES

Shiseido, the Japanese beauty marketer, in May will open its first free-standing retail unit in the U.S., to market a mid-priced line called 5S.

The line, specifically created by Shiseido and its agency, Badger Worldwide Advertising, New York, offers treatment products with aromatherapeutic fragrances as well as cosmetics with a price range of $10 to $20.

5S Executive Director Mihoko Goto said the store concept --to be expanded to select cities globally once the New York unit proves itself --will be competitive with such lifestyle specialty retailers as Aveda, the Body Shop and Origins.

All products are shaded a specific color to further correlate with consumer moods.

AD BUDGET TO GROW

While ad plans are not yet finalized, the theme is "5S own your mind and body." The name 5S stands for the five senses as well as Shiseido, and will be spotlighted in print and possibly TV advertising.

The eventual ad budget is an estimated $5 million.

Badger Worldwide works for a number of fashion marketers, including Adrienne Vittadini and Francesca Biasia. But the Shiseido assignment is different in that it involved full participation in the creation of the product line.

Badger is headed by Madonna Badger, who is creative director and president. She formerly was senior art director at CRK, Calvin Klein Inc.'s in-house agency. Her partner is Andrea Hyde, who is marketing director and chief operating officer; before Badger, she was director of advertising, in-store marketing and branding for The Gap.

Shiseido currently sells a variety of skin treatments, cosmetics and fragrances in department and specialty stores.